Miller Lite says farewell to cringey office holiday parties in campaign featuring Alex Prager's eerie, hyper-real statues
DDB tapped artist to create spot and installation appearing at the Los Angeles County Museum of Art
Editor's Pick
Of all the changes COVID-19 brought into our lives, the most noteworthy for office-goers may be the requirement to work from home. Love it or hate it, many of us can agree on one silver lining: the end of office Christmas parties—a departure that’s celebrated by Miller Lite’s latest holiday campaign.
The “Farewell Work Holiday Parties” campaign, created by DDB’s Chicago and San Francisco offices, is a comedic eulogy for all of the most awkward parts of those get-togethers: posing for photos with your boss, having a bit too much to drink, falling asleep at your desk—all scored by an overly enthusiastic DJ.
Set to a slow-moving version of Andy Williams’ “Happy Holidays,” the bulk of the ad is staged as a three-dimensional still life of the party’s cringiest moments. Appropriately for COVID times, the revelers in the ad aren't actually human—they're hyper-realistic statues created by artist Alex Prager, who's known for her cinematic compositions that somehow suggest the sinister or extraordinary in real-life scenarios.
“Not having to make awkward small talk or being forced to take photobooth pictures with coworkers is a holiday gift in and of itself,” says Courtney Carter Dugan, director of activation for Miller Lite. The spot signs off by reminding viewers that less time spent in the office means more time to enjoy Miller Lite.
Credit for all photos: Alex Prager, © Alex Prager, photo courtesy Alex Prager Studio and Lehmann Maupin, New York, Hong Kong, Seoul, and London
In addition to the video ad, “Farewell Work Holiday Parties” is also supported by an outdoor installation at the Los Angeles County Museum of Art, comprising 15 of the sculptures Prager created for the campaign.
“Miller Lite and DDB trusted me to make 15 life sculptures with complete creative autonomy. It's one of those dream collaborations that comes along once every five years or so,” says Prager, whose works will be on display at the LACMA through the beginning of 2021.
For those who have had their office holiday parties canceled and want to enjoy their “Miller Time,” the brand is giving away free six-packs via Twitter.
The campaign, which debuts today, will be supported across multiple channels including national TV, social and digital, and will round out Miller Lite’s wintertime marketing strategy that also includes a new lineup of “ugly” holiday knitwear and updated holiday packaging.
Credits
- Date
- Nov 19, 2020
- Client :
- Miller Lite
- Agency :
- DDB-Chicago
- Agency :
- DDB-San Francisco
- Director :
- Alex Prager
- Production Company :
- Arts & Sciences
- CMO :
- Michelle St. Jacques
- Global VP Miller Family of Brands :
- Sofia Colucci
- Marketing Director :
- Courtney Dugan
- Marketing Manager :
- Jeff Schulman
- Associate Marketing Manager :
- Kristina Hebenstreit
- Public Relations and Marketing Communications Director :
- Kirby Nardo
- Chief Creative Officer :
- Ari Weiss
- Chief Creative Officer :
- Britt Nolan
- Executive Creative Director :
- Ben Wolan
- Creative Director :
- Nick Howard
- Creative Director :
- Nick Stoner
- Creative Director :
- Ruth Bellotti
- Social & Digital Director :
- Mike Norgard
- Chief Production Officer :
- Diane Jackson
- SVP Executive Producer :
- Matt Blitz
- Executive Art Producer :
- Suzanne Koller
- SVP Group Account Director :
- Kiska Howell
- Account Director :
- Diana El-Chantaf
- Account Supervisor :
- Kristen Miller
- Chief Strategy Officer :
- Eric Zuncic
- Strategy Director :
- Jonathan Palmer
- Strategist :
- Biz Anderson
- Manager of Production Operations :
- Zoe Grubbe
- Production Manager :
- Jillian English
- Talent Manager :
- Chris Quinn
- Director of Music :
- Alec Stern
- Project Management Director :
- Jen Polan
- Multicultural Agency :
- Alma
- VP Executive Creative Director :
- Jorge Murillo
- Associate Creative Director :
- Ricardo Chuecos
- Associate Creative Director :
- Vanessa Castaneda
- VP Group Account Director :
- Beatriz Del Almo
- Account Supervisor :
- Adriana Pineda
- Strategy Director :
- Mauricio Cadena
- Director of Photography :
- Hoyt Van Hoytema
- Manager Partner Executive Producer :
- Marc Marrie
- Partner Managing Director :
- Mal Ward
- Partner Director :
- Matt Aselton
- Executive Producer :
- John Benson
- Head of Production Executive Producer :
- Christa Skotland
- Producer :
- Casey Byron
- Line Producer :
- Alex Waite
- Production Supervisor :
- Ashley Holloway
- Production Coordinator :
- Ciara Budds
- Research & Operations Manger :
- Ivy Jane
- Studio Director :
- Lisa Ziven
- Statue Fabrication :
- Van Dyke Studios
- Editorial :
- Arcade Edit
- Editor :
- Paul Martinez
- Assistant Editor :
- Dean Miyahira
- Executive Producer :
- Crissy DeSimone
- Sr. Producer :
- Kristen Thon-Webb
- Audio Post :
- Lime
- Sound Designer :
- Matt Miller
- Executive Producer :
- Susie Boyajan
- Color :
- Framestore
- Lead Colorist :
- Beau Leon
- Senior Producer :
- Cat Pavitt
- Director of Production :
- David Michaels
- PR Agency :
- IFC Next
- Media Agency :
- Connect
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